6.0. EDSR 03-11-2002 - Laserfiche WebLink

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• SOLVING THE PUZZLE : WHY " MARKET " YOUR CITY ? • Establishing Your City's . In a time of economic uncertainty, the tendency is to cut the marketing budget or eliminate it altogether, dismissing it as `fluff"one can't afford. Effective marketing, however, is a city's greatest tool when faced with tough times. By Tom Bullington very city has its pros and cons. few miles to another city? Again, right ing the tough questions, such as: What But which would you rather have or wrong, these indicators send up "red is our city's image? What do we want people concentrate on when they flags" about your community—and our city to be known for? What are our think of your community? Is there that's something you can't afford. attributes? What are our advantages? an information vacuum in your Cities that win the big develop- What are our disadvantages? and so on. city just waiting to be filled by a ments and enjoy a healthy stream of Try to be as honest as possible, realizing cub reporter with visions of becom- incoming residents have, in one way or you might not want to hear all of the ing the next Carl Bernstein? Or do another, effectively marketed themselves. answers. you have a plan to drive media coverage Whether that's through a communica- When you have the answers, get to by proactively marketing and promot- tions or economic development staff or work on planning your next action ing your community as a great place to an outside firm, landing the big deals steps. Ask more tough questions as you 've, do business, and spend money? and touting oneself as a great place to begin to plan. Do you want to have a Obviously, everyone would prefer live pays handsome dividends. - new logo or tagline to accompany your to have positive media coverage all the marketing effort? Is this a short-term or Getting started time. But this simply isn't a realistic a long-term effort (before you start the expectation. Negative situations will The power of marketing any product, next one)?Who are your key audiences? inevitably arise no matter how rosy the or in this case, a city, simply cannot be What are the key messages you want to picture may seem now—businesses will underestimated. Want to get started? convey to these groups? What are some close down, accidents will happen, Here's how: realistic goals and outcomes to expect industries will fail, and some residents First, municipal marketing campaigns from this process? will unfortunately turn to crime and need the unwavering support of city anti-social behavior. administrators and city councils in City case studies So if you don't actively promote the order to be successful. From the onset, Since every city is different, it's impos- good things, invite new residents and the staff working on the campaign need sible to point to one example as the to have clear direction as to what is perfect model. Yet, there are several businesses while letting those already there know you value them as resources, desired by the city such as outcomes, cities across Minnesota and the nation people will use the negative things that goals, and reasonable budget parameters. that have reaped the benefits of mar- occur in your city to judge you, right or Once the outcomes, goals, and keting themselves. Here are just a few wrong. In other words, the old adage budgets are set and approved, your city examples: "perception is reality" is quite true. must undergo a thorough planning Mankato and North Mankato. process. If this is a city-only effort, get a Regional cooperation between corn- It's not"fluff" variety of employees involved in brain- inunities is the hallmark of the new Effective marketing is certainly a city's storming—not just top management. marketing effort now underway in greatest tool when faced with tough The best ideas often come from where Mankato and North Mankato. Accord- times. How else will prospective residents you least expect. If this is a community- ing to Shelly Schulz, public information and businesses know what you have to wide campaign using other organizations director for the city of Mankato and offer if you don't tell them? What will such as chambers of commerce, tourism Mankato Area Public Schools, the new your current residents and businesses boards, school districts, etc., make sure campaign was spearheaded by the hink when they see surrounding cities everyone gets a seat at the table (they Mankato Area Chamber and Conven- ceive more positive press coverage, may also be helpful financially). tion Bureau, Mankato City Manager witness their neighbors leaving for Pat Hentges and others in the area. Start asking questions "greener pastures," or see businesses "Pat Hentges had a vision that this close upand move down the road a When the group is assembled, start ask- close campaign would be productive for FEBRUARY 2002 MINNESOTA CITIES , 7